Case study / 2024-2025

Step into Your Light

UX, Web, Ecommerce, & Content Design/Marketing Strategy

A metaphysical shop improves its ecommerce website and marketing strategy.

Before

The shop had quickly grown a loyal customer base in the town where its brick-and-mortar shop had recently opened.

However, they still struggled to grow their online store despite a growing social media following.

Below are some screenshots of the original website, including the homepage, product pages, and service booking page.

Customer Research

I interviewed four individuals and surveyed 18 (mixture of current customers & other people who aligned with the target audience) to gather qualitative & quantitative data.

I then created a client avatar to help build empathy & understanding of the target customer:

End Result

The site has been drastically improved, more accurately reflecting the soulful brand, its mission, and many offerings.

Check out the live website →

Revamped homepage with clear CTAs

Products & services are featured with high-quality images & a clean background

Testimonials with stars are added

Services include practitioner images and descriptions, establishing trust

Product categories are organized in a more intuitive fashion, and product photos have been improved

About page (including mission, vision, and values) added to give more information and further establish trust

First-ever email newsletter launched to over 300 subscribers, resulting in increased sales for the store's second anniversary!

Next Steps/Recommendations

Continue to improve the product photos.
Add option to schedule virtually for applicable services (such as tarot readings) if possible using the Square booking page.
Improve the checkout process; for example, ensure shipping options are accurate.
Create a formal marketing plan, doing the monthly newsletter along with regular sales and email and text campaigns.
Expand social media presence. For example, start a YouTube channel with intuitive tarot sessions and promote the shop in the videos.
Consider switching platforms for increased customization. Shopify would be a great option.

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